Reimagining Travel with Purpose: A Q&A with EF Ultimate Break
Interview with Alyssa Sands, Director of Market Development, EF Ultimate Break
Pictured: Alyssa Sands, Director of Market Development, EF Ultimate Break.
In March of 2024, Alyssa Sands, director of market development at EF Ultimate Break, joined Tourism Cares on a Meaningful Travel Familiarization (FAM) Trip to Thailand—a hands-on learning journey designed to help travel companies explore how tourism can be a force for good. With Thailand as one of EF Ultimate Break’s top destinations, the trip provided the perfect opportunity to strengthen their approach to responsible tourism. We recently caught up with Alyssa to learn how the experience has influenced EF Ultimate Break’s sustainability strategy, itineraries, and traveler experiences.
Can you tell us a bit about EF Ultimate Break and what inspired your participation in the Meaningful Travel FAM to Thailand?
EF Ultimate Break offers curated group travel experiences for 18–35-year-olds. Our trips are fast-paced, social, and designed to immerse travelers in the destination they are exploring. We joined the Tourism Cares FAM in Thailand because we’re committed to evolving what travel looks like for the next generation—and that includes embedding responsibility and cultural connection opportunities into our itineraries. Thailand is one of our top destinations, so the opportunity to learn directly from community leaders, local entrepreneurs, and sustainability-focused partners felt essential.
What was your approach to responsible tourism before the FAM—and how has it evolved since?
Photo from Patom Organic Living Village. Courtesy of EF Ultimate Break
Before the FAM, our approach to responsible tourism was rooted in EF’s global Responsible Travel framework, which focuses on protecting the environment, respecting wildlife, and supporting communities. At EF Ultimate Break, we worked to align our itineraries with these values—partnering with local guides, supporting small businesses, and emphasizing cultural connection over passive sightseeing.
That said, the FAM helped us take things a step further. It challenged us to evaluate not just what we include, but how we include it and how we talk about it—thinking more critically about long-term community impact, environmental sustainability, and traveler education.
What were some of the most impactful takeaways from the FAM trip in Thailand?
One of the most powerful takeaways was realizing just how global the commitment to responsible travel really is—you just need the right partners to bring it to life. Thailand, in particular, is embracing responsible tourism in a meaningful way. From community-based experiences to innovative environmental initiatives, there’s a clear effort to offer travelers something more authentic and sustainable.
What stood out was how intentional these efforts were—local Thai leaders and entrepreneurs aren’t just reacting to global trends, they’re actively shaping a different kind of tourism that puts people and planet first. It showed us that meaningful travel doesn’t have to be niche—it can be the new standard.
Were there any specific partners or experiences that stood out to you?
Traveling with Mr. Tai on his electric boats in Bangkok was truly inspiring. The ride was peaceful and offered a completely different perspective of the city from the water. The contrast between his boats and the typical sightseeing vessels was striking—his were quiet, fume-free, and thoughtfully navigated to avoid disturbing the riverbanks where families live. It was a perfect example of how an environmentally responsible option can also deliver a far superior experience. It was clear to me then that partnering with Mr. Tai was not only the right thing to do—it was essential.
Caption: Mr Tai hosts a tour group, photo from EF Ultimate Break
Which sustainable tourism experiences have you added to your Thailand itineraries, and why?
A tour group enjoys a meal in the Ban Nai Nang Community. Courtesy of EF Ultimate Break.
Two standout experiences we’ve added (in addition to Mr. Tai’s electric boats) are a day with the Ban Nai Nang Community in Krabi and a visit to Patom Organic Living Village outside Bangkok. Both were selected because they embody the kind of low-impact, high-connection travel we want to champion.
In Ban Nai Nang, travelers learn about local livelihoods like sustainable rubber tapping and traditional honey harvesting directly from the people who live it—it’s a genuine, community-led experience that supports long-term economic development. Meanwhile, outside Bangkok, Patom Organic Living offers a glimpse into Thailand’s rich organic farming heritage through hands-on experiences.
These partnerships were inspired by what we learned during the Tourism Cares Meaningful Travel FAM: that meaningful travel is built on community invitation, not just access.
How have travelers responded to these new meaningful experiences, and has your business benefited from making these changes?
The response has been incredibly positive. For many of our travelers, this is their first exposure to EF’s Responsible Travel principles—and they’ve expressed how eye-opening and humbling those moments have been. We’ve seen it spark deeper group conversations and even shift some perceptions about travel as a whole.
Today’s travelers are looking for more than just Instagrammable moments—they want purpose, connection, and something real. These experiences have helped reinforce our brand promise of meaningful, immersive travel.
What advice would you give to other tour operators who want to integrate responsible tourism into their offerings?
Start small, but start now.
Engage with your partners on the ground and ask how you can support their vision.
Don’t wait for perfection—progress builds momentum.
Connect with organizations like Tourism Cares—they have helped us bridge inspiration and implementation. They’ve connected us to like-minded operators, vetted partners, and community voices we wouldn’t have found on our own.
Check out EF’s new itineraries that include Tourism Cares Meaningful Map Partners:
Patom Organic Living
Ban Nai Nang Community in Krabi
Mr. Tai’s Electric Boats in Bangkok
Check out all of our incredible Thailand partners on the Meaningful Travel Map.